JC² Brand Guide
Foundation Document for Visual Identity, Messaging & Strategic Communications
"Built by Makers, for Makers"
A Calgary-based maker business in transformation — evolving from handcrafted products into a maker ecosystem where the next generation of Canadian makers can legitimize, operate, and scale their businesses.
The Soul of JC²
JC² exists at the intersection of heritage craft and modern hustle. We honor generational tradition while solving real operational friction.
"Built by Makers, for Makers"
We're not romanticizing the struggle — we're eliminating it.
Core Truth
Making things is in our blood. Helping other makers succeed is in our future.
Brand Promise
We provide the legitimacy, infrastructure, and community to turn your side hustle into a real business — without the isolation, chaos, or risk of going it alone.
Every product we make carries the integrity of true craft — functional, durable, and made with intention.
From Garage to Ecosystem
Where We Came From
JC² started almost 20 years ago in a Calgary garage, born from a long lineage of makers, tradespeople, and crafters spanning generations on both sides of our family.
Joie and Jason didn't choose this life — it chose them. Sawdust, sparks, and filament are the family language.
For years, JC² was a "nights and weekends" operation: custom metalwork, hand-turned wood pieces, and 3D-printed designs that solved real problems or just made people smile.
"One of us would have a 'crazy idea,' the other would say 'Hmm… maybe that could work,' and then — after some laughs, head-scratching, and usually a trip to the hardware store — we'd build it."
Where We're Going
Recently, we kicked things into high gear. Not to chase venture capital or build an empire — but because we realized something important.
The same friction we've been solving for ourselves is the exact problem holding back thousands of other makers.
- The dining room chaos
- The underpricing
- The lack of a professional business address
- The inability to justify buying expensive equipment
- The loneliness of building something alone
So JC² is evolving. We're building the platform, infrastructure, and physical space where makers can legitimize their businesses and graduate from hobbyist to operator.
The Mentor-Craftsperson
We've been where our community is. We've made the mistakes, learned the lessons, and we're here to share the shortcuts — not from a place of superiority, but from camaraderie.
Warm, Not Corporate
We're approachable, human, and never take ourselves too seriously. We'll joke about our failures and celebrate the weird experiments that accidentally became bestsellers.
Competent, Not Preachy
We know our craft. Twenty-five years in the trades (Jason) and a lifetime of design and creation (Joie) means we've earned our stripes. But we share knowledge as peers, not professors.
Resourceful, Not Precious
We work with what we've got. Our aesthetic is "industrial warmth" — clean, functional, and unpretentious. We don't fetishize perfection; we celebrate the beauty in well-made, useful things.
Community-Minded, Not Transactional
This isn't about extracting value from makers. It's about building a rising tide. When one maker succeeds, the whole ecosystem gets stronger. That's not marketing speak — it's how we operate.
Pioneering, Not Reckless
We're building something that doesn't quite exist yet, but every decision is grounded in financial discipline, validated demand, and operational realism. We're entrepreneurs, not evangelists.
Industrial Warmth
The visual identity should feel like a well-organized workshop — clean, functional, inviting, and built for serious work. Not a rustic barn. Not a sterile tech startup.
Logo Variants
Dark Logo on Light Backgrounds
Use for print, light web backgrounds
Light Logo on Dark Backgrounds
Use for dark web backgrounds, signage
Primary Colors
#002244Trustworthy, industrial, grounded
#866d4bWarmth, craft heritage, natural materials
#ffcd00Energy, optimism, creativity
Secondary Colors
#f6f7eaClean, breathable space; backgrounds
#0066c9Modern, accessible, digital-forward (use sparingly)
Color Usage Guidelines
- Navy is the anchor — use for headers, primary text, and structural elements
- Brown brings warmth — use for accents, callouts, and humanizing touches
- Yellow is the spark — use for CTAs, highlights, and moments of energy
- Off-white creates breathing room — primary background color
- Light blue is for digital tools/platforms (Phase 1-2 communications)
Typography Principles
Aa
Headings
Bold, sans-serif, industrial-modern. Think "workshop signage"
Aa
Body Copy
Clean, readable serif or sans-serif with warmth. Avoid sterile tech fonts
Aa
Avoid
Overly decorative scripts, ultra-thin weights, or fonts that feel "boutique precious"
Visual Style Guidelines
Photography
- • Real workshop shots: sawdust, tools in use, works-in-progress
- • Hands making things — close-ups of craft in action
- • Authentic product shots with natural lighting
- • Community in action: makers collaborating, learning, building
Avoid: Stock photos, overly polished studio shots that feel disconnected
Graphic Elements
- • Straight lines (not decorative squiggles)
- • Grid-based layouts that feel organized but not rigid
- • Industrial textures: metal, wood grain, matte finishes
Avoid: Overly ornate flourishes, blob shapes, anything "crafty boutique"
How We Sound
Our voice is consistent. Our tone adapts to context — but always stays true to who we are.
Conversational, Not Corporate
We write like we talk: clear, direct, and human. No buzzwords, no MBA-speak, no "synergy."
Stop running your market business out of your dining room.
Optimize your operational infrastructure with our scalable logistics solutions.
Self-Aware Humor, Not Snarky
We laugh at ourselves. We acknowledge the chaos. We don't punch down or mock others.
If you don't hear back right away, we're probably sanding, printing, or gluing something together.
Sarcasm at the expense of customers or other makers.
Encouraging, Not Condescending
We meet people where they are. Everyone starts somewhere. We remember what it felt like to be overwhelmed.
You've been undercharging. Let's fix that.
You're doing it all wrong. Here's the right way.
Specific, Not Vague
We use concrete details. Real examples. Actual numbers. We don't hide behind generalities.
Most items are ready for local pickup within 1-2 business days.
Fast turnaround times. Flexible options available.
Proudly Canadian
We're from Calgary. We work in Alberta. We're building something here. That matters.
"Made in Canada" appears on products. Reference to local pickup, Calgary-based operations.
Fake "global brand" positioning or hiding our location.
Tone Variations by Context
Functional, warm, slightly playful
"Hand-turned from Canadian hardwood. Functional art you'll actually use."
Motivational, structured, accountability-focused
"Stop stalling. Start selling. Join a community that actually ships."
Practical, logistics-focused, professional
"Your business address. Your shipping station. Your operations HQ."
Community-focused, growth-oriented, ecosystem-minded
"From your first bench to your first bay — we grow with you."
Patient, helpful, human
"We're a small shop. If we don't reply instantly, we're probably mid-weld. We'll get back to you ASAP — promise."
Who We Serve
We serve makers at every stage — from first-time sellers to established operators seeking community.
Product Customers
Current CorePeople who value handmade, functional, original design
Unique items with integrity; supporting real makers
Quality over mass production, Canadian-made, knowing the story
Craft, originality, functionality, durability
Phase 1 Members
Digital - Aspiring SellersPeople with product ideas or early Etsy/market businesses; side-hustlers ready to get serious
Accountability, templates, community, momentum
Inconsistency, underpricing, lack of structure, feeling like a "fake business"
Legitimacy, progress, structure, "start selling"
Phase 2 Members
Hub - Growing OperatorsOnline sellers outgrowing their home but not ready for a lease
Professional operations infrastructure, access to "big business" assets, community
Dining room chaos, no business address, can't justify expensive equipment
Operations upgrade, access, community, "ship + receive + operate"
Phase 3 Members
Space - Established MakersMakers with consistent revenue who need dedicated space but want flexibility and community
Dedicated workspace, ecosystem support, ability to scale without relocating
Traditional leases are risky/expensive; working alone is isolating
Growth, stability, ecosystem, "grow into space"
Strategic Partners
Landlords, Economic Development, SuppliersReal estate owners, municipal partners, tool/supply companies
Stable tenants, community impact, increased asset value, reliable customers
Risk mitigation, community development, long-term value
Operational discipline, demand validation, community benefit, long-term stability
Where We Stand
Market Position
JC² is the only staged maker platform in Canada that meets entrepreneurs where they are — starting with digital legitimacy and graduating them into physical space — while maintaining profitability at every phase.
Competitive Differentiation
vs. Traditional Makerspaces
- •We're not a nonprofit or hobby club
- •We solve business operations problems (not just access to tools)
- •We provide a graduation path from side hustle to dedicated facility
vs. Coworking Spaces
- •We're built for makers, not laptop workers
- •We handle logistics (shipping/receiving), not just desks
- •We provide access to industrial tools and infrastructure
vs. Etsy/Shopify
- •We're not just a storefront — we're the operational backbone
- •We provide community, accountability, and physical infrastructure
- •We help you run a business, not just list products
vs. Industrial Leases
- •No massive upfront commitment
- •Flexibility to scale up or down
- •Built-in community and shared resources
- •Professional management and support
What We Say
Clear, consistent messaging that adapts to each phase of the maker journey.
Headline Messages by Phase
"Original. Functional. Made by Us, for You."
"Stop Stalling. Start Selling."
- • Legitimacy without overwhelm
- • Community that actually ships
- • Templates, structure, and accountability
"Your Operations HQ for Under $200/Month"
- • Professional business address
- • Ship and receive like a real company
- • Access pro tools without owning them
"From Side Hustle to Serious Business — Without Leaving the Ecosystem"
- • Dedicated space when you're ready
- • Community that grows with you
- • All the infrastructure, none of the isolation
Key Messaging Pillars
Heritage Meets Hustle
We honor craft tradition while solving modern operational friction.
Built to Graduate
We meet you where you are and grow with you — no dead ends.
Community is Infrastructure
You're not just renting space or buying a membership — you're joining an ecosystem.
Operationally Disciplined
We're entrepreneurs building a sustainable business, not idealists running a money pit.
Proudly Local, Broadly Relevant
Based in Calgary, but the model works for makers everywhere.
Do's & Don'ts
Practical guidelines for staying true to our brand in every interaction.
Do
- Use real workshop photos with sawdust and works-in-progress
- Share behind-the-scenes stories of failures that became successes
- Acknowledge the chaos of maker life while offering solutions
- Speak directly: "You're undercharging" not "Many entrepreneurs struggle with pricing strategy"
- Highlight community wins and member spotlights
- Be transparent about timelines, costs, and trade-offs
- Use specific numbers (prices, timelines, dimensions)
- Celebrate small milestones (first sale, first batch, first bay)
- Reference our Canadian roots naturally
- Show Rocket the dog (Shop Supervisor and morale booster)
Don't
- Use corporate buzzwords or startup jargon ("disrupting," "synergy," "thought leadership")
- Over-promise on timelines or capabilities
- Pretend to be bigger than we are
- Use fake stock photos of "makers"
- Talk down to beginners or hobbyists
- Ignore the hard parts (we acknowledge challenges)
- Be precious or elitist about craft ("only hand-forged artisanal…")
- Hide our location or try to seem "global"
- Over-format text with excessive bullets and bold
- Use decorative blobs, squiggles, or overly ornate design elements
Where We Show Up
Every interaction is an opportunity to reinforce who we are.
Physical Products
- •Hang tags with maker story and care instructions
- •Packaging that's functional, recyclable, and branded simply
- •"Made in Canada" mark visible but not obnoxious
- •QR code linking to product story or maker profile
Digital Presence
- •Website (jc2.ca): Clean, navigable, warm industrial aesthetic
- •Email (from @jcsquared.ca): Conversational, helpful, signed by real people
- •Social (@jcsquaredinc): Behind-the-scenes making, community spotlights, tips and tutorials
- •Newsletter: "Ideas from our shop" — project updates, new products, member stories
Physical Space (Phase 2-3)
- •Signage that's industrial-modern (metal + wood)
- •Clear wayfinding (organized but not corporate)
- •Community board for member announcements
- •"Made by" tags on member products in shared gallery space
Communications
- •Invoices/Receipts: Clean, clear, human sign-off
- •Welcome Packets: Friendly, informative, sets expectations
- •Member Updates: Regular, transparent, not overly frequent
- •Customer Support: Patient, helpful, never scripted
Where We're Headed
As JC² evolves from product business to maker platform, the brand must remain rooted in craft while scaling operationally.
In 3 Years
- 1.JC² is synonymous with "maker infrastructure" in Calgary
- 2.Products remain a core offering (never abandoned)
- 3.The hub is a known community anchor for local makers
- 4.The membership ladder is proven and replicable
In 5 Years
- 1.JC² has validated the model for potential expansion to other cities
- 2.The brand represents a movement: the professionalization of the maker economy
- 3.Joie and Jason are recognized as leaders in the maker ecosystem (not just operators)
- 4.The business generates stable income while maintaining lifestyle compatibility
"When someone in Calgary wants to turn their maker side hustle into a real business, JC² is the obvious first call."
The People Behind JC²
Joie
Owner, Maker, All-the-Hats
"I handle everything from design and creation to admin and shop work—and I love every minute. I'm fueled by creativity, blending materials and techniques to craft pieces that are as practical as they are beautiful."
The heart of the creative process. Joie represents the craft, design, and detail — the part of JC² that ensures everything we make is beautiful, functional, and thoughtful.
Jason
Owner, Maker, Ideas Guy, More Hats
"A maker to my core. Master of many hobbies and a natural at them all. With over 25 years in the trades, I'm no stranger to building—but it's my knack for turning ideas into reality that makes me a true wizard of the workshop."
The engine of execution and innovation. Jason represents the build, the system, and the solution — the part of JC² that takes wild ideas and makes them structurally sound and operationally viable.
"We make things better together — literally."
This is not a tagline. This is the truth of how JC² operates, and it's the truth of what we're building for our community.